I sat in the Cinemark Theater in Towson on a fall Sunday and watched a truly local, and now classic, indie film, The Baltimorons.
This isn’t a movie review, and I won’t go into detail about how nostalgic and charming the film was. Instead, I want to pull on a classic principle of improv that was mentioned in the movie, simply phrased as “yes, and.”
At its core, “yes, and” is about agreement followed by addition, you acknowledge what’s been said (“yes”) and then contribute something new to move the idea forward (“and”).
Here’s the format in action:
Improviser #1: I want a video, and I want it fast and good.
Improviser #2: Yes, and we can make it cheap, too.
Okay, that one’s more comedy than strategy. But the point is clear: when you accept and build, instead of rejecting or shutting down, you create momentum.
So where does this connect to YOU, manager, VP, CEO, or otherwise integral part of your B2B marketing machine?
Like a good skit dying with “no,” your relationship with your creative agency partner will define how projects move forward, and how much potential they have to grow into something greater. I don’t literally mean “yes” should be said to everything. This isn’t Yes Man or Yes Day. But during critical phases of creative work, especially brainstorming and early ideation, “yes, and” can peel back the layers of your next campaign and reveal where it could go.
Here’s the nuance: What if? (the question) opens the door. Yes, and (the response) keeps the door open long enough for everyone to walk through. One is about exploration, the other about collaboration. Together, they create a safe space where ideas can breathe before they’re judged.
That safe space is essential. When teams feel comfortable enough to voice even wild ideas, they’re more likely to land on something breakthrough. When they hear a “yes, and” in response, they know they’re being taken seriously, and that their contribution is a building block, not a dead end.
So, next time you’re in a working session with your agency partner, try it. Trade the “no” for a “yes, and.” You’ll be surprised how far a single phrase can take you.
Because in business, as in improv, the best performances aren’t scripted. They’re built, moment by moment, on trust, momentum, and a shared commitment to keep saying yes, and.